Gambling was once the domain of back rooms in bars. It then transitioned to land-based casinos, where glitz and glamour became its allure. Decades later, the introduction of the internet changed everything and brought gambling into the comfort of people’s homes.
Some game studios from the very beginning are still here today, and others have been snapped up by bigger companies or gone the way of the dodo. The evolution of casino game providers is a fascinating story, and it’s not over yet. There’s plenty more to come.
The Game Providers That Started It All
Online casinos arrived in 1994. Microgaming lays claim to fame of being the first game provider, and a few others quickly joined the bandwagon.
Microgaming Was the Forerunner
Microgaming launched in 1994 as the first online casino software provider. Its games powered Gaming Club, one of the earliest online casinos. This partnership marked the beginning of what became a global industry.
Microgaming also pioneered the online progressive jackpot in 1998 with Cash Splash, introducing networked prize pools that could reach life-changing amounts. It was also instrumental in setting industry standards for game fairness, including random number generator (RNG) testing, which later became a licensing requirement.
Other Pioneering Game Providers
By the late 1990s, Microgaming had fierce competitors. Cryptologic, Playtech and NetEnt entered the market, each bringing their own technical innovations and game portfolios.
Cryptologic was the first to introduce branded games, like the Marvel and DC Comics slots. Playtech went multi-vertical, placing slots, live dealer, poker, bingo and a sportsbook all under one roof. NetEnt is unique, as it was initially a land-based slot machine company that brought that specialised knowledge online.
It wasn’t all smooth sailing for Microgaming or the other providers, though. The internet was still in its infancy in the early 1990s, and issues like bandwidth, speed, browser compatibility and server infrastructure caused many headaches and hurdles.
Slot Provider Evolution and Specialisation
Slots were the first online games, and while most providers have slots as part of their portfolio, some providers stand head and shoulders above the rest.
Microgaming’s Portfolio Breadth
Over the past 30 years, Microgaming has built one of the most extensive online game libraries. Microgaming’s games are linked to just about everything you could imagine, from Lucky Shot’s golf courses to Immortal Romance’s vampire drama to Mega Moolah’s African safari jackpots.
Microgaming is well known for its branded content too, like Game of Thrones, Jurassic Park and Marvel, before the license went to Cryptologic. The benefit for any platform for hosting these games is that they already have an audience, suggesting immediate traffic.
You could consider Microgaming as the McDonald’s of the industry. It provides consistent, reliable, relatable games that players want to play. It’s not known as an innovator. The next provider on the list does that.
NetEnt’s Innovation Focus
If Microgaming is the McDonald’s, NetEnt is the Michelin Star restaurant that offers experimental fusion. This studio is well-known as the game innovator. Where other studios prefer cartoon-like slots—not that there’s anything wrong with that—NetEnt goes all out for movie-style special visuals and special effects.
Two of NetEnt’s games are Gonzo’s Quest, with its 3D intro and cinematic Aztec/Inca theme, and the world’s most popular slot game, Starburst.
NetEnt is also known for its mechanics innovation. This studio made gameplay more dynamic than just traditional spins. For years, competitors have copied these innovations, so if you see any games that feature avalanche reels or cluster pays, they were once a NetEnt-designed feature.
The Live Casino Revolution
Online gamblers, once satisfied with slots and table games that simulated land-based casino play, wanted more. They wanted an immersive gaming experience, with live dealers and more bells and whistles.
Playtech, the Live Dealer Pioneer
In 2003, Playtech took up the challenge of giving players more of what they wanted. It added live dealers to its blackjack and roulette games. Initially, the live dealers only appeared at fixed times; it wasn’t a 24/7 offering.
Playtech had a broad portfolio offering slots, bingo, sportsbook and poker, and so the live dealer concept became part of its stable. While this studio proved it could be done, players still felt like something was missing—then along came Evolution.
Evolution Gaming’s Transformation
Evolution is credited with introducing sexy gameplay to online casinos. What were once generic, dealer-dishing-out-cards style games became full productions. Professional studios, multiple camera angles, charismatic hosts and encouraging background audiences took the player inside the game.
This studio even cleverly introduced game show-style games like Dream Catcher and Monopoly Live, creating a crossover audience and bringing on board players who wanted something other than cards, slots or roulette.
Evolution now basically owns the live dealer market, and most other providers either use Evolution or attempt to copy it.
The Current Casino Game Provider Ecosystem
Acquisitions and Mergers
The late 2010s and early 2020s were a period of global acquisitions and takeovers in many industries, and the gaming industry followed suit. The most significant ones were:
- 2019: NetEnt acquired Red Tiger for £220 million
- 2020: Evolution acquired NetEnt (including Red Tiger) for £1.5 billion
- 2021: Evolution acquired Big Time Gaming for €450 million
- 2022: Evolution acquired Nolimit City for €200 million
- 2022: Games Global acquired Microgaming’s game portfolio and distribution business
The result now is that Evolution is the dominant force in the industry. It went from being a live casino specialist to owning the lion’s share of both live casino and slots through its acquisition spree.
Studio Partnerships
Collaboration is the buzzword of the 2020s, and this applies to the gaming industry. There’s been a dramatic shift from ‘build everything yourself’ to ‘distribute what others create’. This lets providers offer variety without the cost of building every game in-house.
Games Global is the finest example of that, as it now has the largest game portfolio in the industry. With Microgaming’s catalogue, which it acquired, and games under licence from over 50 partner studios, it has the single largest range—more than 3,000 on offer.
Evolution also partners with independent studios alongside its owned brands like NetEnt and Red Tiger, creating a mix of exclusive and distributed content for operators.
What Gaming Providers Will Offer in the Future
Some gaming providers have grown from pioneers to industry veterans in just over thirty years. Innovations in technology provide even more opportunities for those left in the game.
Technological Advances
AI and VR/AR are the next phase of the online gaming industry. AI is expected to produce dynamic content that adapts to individual players; it’ll even personalise things like bonus features and difficulty adjustments based on behaviours and playing history.
Evolution is already experimenting with virtual reality casinos, creating the ultimate live dealer experience. Augmented reality features already appear on some mobile sites, and they’re expected to be even more advanced in the coming years.
Responsible gaming tech is also being tested as providers are taking more responsibility for player safety. AI is already being taught to monitor for problem gambling patterns, and sites are building in set limits and reality checks.
Cryptocurrency Casinos
Crypto casinos are already here, but the attraction of pseudonymity, thanks to blockchain transactions, is very appealing to players. Crypto-native games will be the new wave of inspiration, drawing even more players to the blockchain ecosystem as they want to interact with these exclusive options.
Gamification Beyond Gambling
One-stop shops are the future of online entertainment. The concept is that one platform covers all bases. Already, the lines are becoming blurred between video games and casino games, with concepts appearing in both realms. Online games of the future will combine story-driven slots with progression systems, encouraging the player to come back where they left off last time.
Features of social and sweepstakes casinos, like online chat, leaderboards and tournaments, will make their way onto mainstream sites, providing a complete entertainment experience.
The industry will keep evolving to fulfil players’ expectations while also meeting regulatory demands. With a lot of excitement yet to come out of this industry, it’s definitely one to keep a close eye on.
